Gartner：2019-2020年度CMO支出调查研究（英文版）(34页).pdf

1、Gartner for Marketers 2019 Gartner, Inc. and/or its affiliates. All rights reserved. GML_680816 The Annual CMO Spend Survey 20192020 CMOs Double-Down on Digital Channels and Analytics, But Fail to Plan for Tough Times Ahead By: Ewan McIntyre, VP Analyst Anna Maria Virzi, Principal Analyst 3 Summary

2、3 Key Findings 4 Recommendations 5 Survey Objective 6 Data Insights 6 CMOs remain positive about budgetary growth despite marketing budgets dropping to their lowest levels since 2014 6 Figure 1. Marketing Budget Evolution: 20142019 7 Table 1. Budget Allocations and Expectations, 2019 and 2020 9 Figu

3、re 2. CMOs Remain Upbeat About the Impact of Environment on Marketing Performance 10 Figure 3. Top Three Indicators CMOs Use to Track the Business and Economic Climate 12 Figure 4. Marketing Budget Allocations Across Major Resources Contents 15 Figure 5. North American and U.K. Marketing Budget Allo

4、cations Across Paid Media Channels 16 Figure 6. Digital Advertising Spend Broken Out Across Channels 16 Figure 7. North American and U.K. Investment Across Marketing Channels 18 Figure 8. CMOs Prioritize Data, Insights, Digital Commerce and Marketing Operations 19 Figure 9. Breakdown of Marketing Ex

5、pense Budget Allocations Across Marketing Programs and Operational Areas 21 Figure 10. Adoption of ZBB Is Stubbornly Low Among CMOs 22 Figure 11. CMOs Supporters and Detractors in the Enterprise 24 Figure 12. CMOs Most Important Metrics Across Four Categories 29 Acronym Key and Glossary Terms 33 Evi

6、dence 34 About Gartner for Marketers The Annual CMO Spend Survey 20192020 Gartner for Marketers GML GartnerDigital This year marks a reversal in marketing budgetary growth, with expense budgets falling from 11.2% to 10.5% YoY. Though marketing leaders remain optimistic for marketings future fiscal h